| Titre : |
How luxury brands like Chanel and Gucci use influencers on instagram as ambassadors to reach younger targets ? |
| Type de document : |
Mémoire |
| Auteurs : |
Arina SVETASHEVA, Auteur |
| Année de publication : |
2022 |
| Importance : |
73 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Entreprise
CHANEL ; GUCCI
Management
IMAGE DE MARQUE ; MARKETING STRATEGIQUE
|
| Résumé : |
The luxury market is a frequent topic for research. However, little research has been found considering the importance of promotion with the help of ambassadors and the use of this strategy for
communication with generation Z. This thesis focused luxury brands and their social media promotion strategies aimed at attraction of young audience, as well as on the extent of influence of brand
ambassadors of Chanel and Gucci on the youth's behavior on Instagram. For this purpose, general promotion strategies in the luxury market, digital marketing and its implementation were considered,
the pros and cons of working with brand ambassadors were identified and the topic of generational differences was revealed. In accordance with the designated topic, the thesis contains the analysis of in-
depth interviews with representatives of Generation Z on the topics of luxury consumption, social networks, attitudes towards celebrities. The result of this research is a completed compass of personas
for luxury brands, the product adaptation curve designed for luxury market, formulated service models for Gucci and Chanel and detailed insights, all of this based on 12 hours of interviews |
| Programme : |
Cesem |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=560207 |
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